Africa’s Rife Digital Revolution: What’s Powering it Ahead?
Africa is on a roll, and it’s all because African countries are now focusing on technology more than ever. So, what is it that is making Africa a hot bed? What is driving Africa’s ripe digital revolution? Let us take a look.
Marketers in Africa seem tp be upping their game. Everyone is vying to get the next big thing into the market. There is a race to be exciting and edgy. But for this it is not necessary that you have to invent something that is completely new – you can use old things in ways that they have not been used before. Probably the best example of this is the application Meerkat. Mobile video streaming is nothing new, but the experience this application provided was. Periscope followed soon after. These applications took personalization to a whole new level and in the process reinvented something that was seen as old technology.
Wearable devices, for instance, are excellent for storymaking.
They are highly customised and personal. If you take two people of similar age running around the same track with the same fitness device tracking the same parameters, the data generated from both the devices will still be different. And it is not just about biological data – the devices themselves are highly personal. Wearables will soon be avoiding storytelling, actually. Why is that? Because no story the brand can tell will be as powerful as a personal story of a user that is using the device.
Think of a user whose Pebble smart watch makes sure that he does not miss any messages from his wife in the period leading up to her delivery. Due to developments in technology, newer experiences are being built. Experiences like Oculus Rift seek to give users an experience of virtual reality that they haven’t yet experienced. However think of virtual reality like a video game – unless you offer elements of game play in it, it will soon get repetitive or boring. You would have to make sure that the experience still remains enriching after the novelty wears off.
Applications used for messaging traditionally offer non-customised, generalised content for every user. The application Snapchat, for example, has become host to various ‘channels’ after its latest update. However what user A sees on, say Cosmo channel on Snapchat is exactly what user B will see. But this is fast changing. On Kik, the NBC news chat bot allows you to ask it for specific news, like political news. These technologies provide a platform for storymaking. These applications have evolved in a way that shows us that communication between brands and customers is no longer just one way.
The highest aim to reach is to use technology in a way that allows your technology to go unnoticed, but provides an effective standpoint from which your consumers can build their own stories.
It’s focus on technologies like this that is powering the African economy – innovation and skill sets, after all, is what countries need to focus on today to edge ahead.